A KEIGHLEY building society is urging older people experiencing loneliness not to “suffer in silence”.

The town’s Yorkshire Building Society issued the plea as the company pledged its continuing support to The Silver Line.

The charity, launched in 2013 by Dame Esther Rantzen, operates the UK’s only free and confidential 24-hour helpline to tackle loneliness and isolation amongst people aged 55 and over.

Some society staff are part of the Silver Line Friends network.

Members make weekly calls to older people who have contacted the charity for help.

Throughout this month, employees at the building society’s Low Street branch are distributing information leaflets to customers highlighting the services provided by The Silver Line.

Branch manager, Chloe Emmerson, said: “We’re proud to be working in partnership with The Silver Line to raise awareness of the issues faced by older people in our community, some of whom feel very lonely and isolated.

“As people get older they can find it increasingly hard to get out and meet new friends, while at the same time having to cope with upheavals such as bereavement and ill health.

“Through our partnership with The Silver Line, we can offer those affected practical help via the telephone befriending scheme.

“The feedback we receive from both colleagues who volunteer their time as Silver Line Friends and beneficiaries of the scheme is amazing.

“That’s why we’re urging people not to suffer in silence because help is only a phone call away.”

In addition to the helpline and the weekly phone calls, some of The Silver Line’s 4,300-plus fully-trained Friends write fortnightly letters to older people they have been matched-up with.

Sophie Andrews, the charity’s chief executive, said calls for help had soared during the recent hot weather – when more people stayed indoors.

And demand on the helpline is expected to increase further during the remainder of the summer.

She added: “The great summer getaway often means older people are left ‘home alone’ as family, friends and neighbours leave town, and their own memories of holidays in happier times compound their feelings of loneliness and isolation.

“In addition, the spate of extremely hot weather has led to a surge in the number of callers to our 24/7 helpline as older people feel trapped in their homes – indeed July 2 was our busiest day ever since we launched, with 1,875 calls in 24 hours.”

The Silver Line helpline number is 0800 4 70 80 90.

For more details about the charity, visit thesilverline.org.uk.